This excerpt taken from the WEN 10-K filed Mar 1, 2007.
Advertising and Promotions
Our advertising and promotions expenses consist of third party costs for local and national television, radio, direct mail and outdoor advertising as well as point of purchase materials and local restaurant marketing. These expenses increased $26.9 million, reflecting $25.7 million of advertising and promotions attributable to the restaurants acquired in the RTM Acquisition. Aside from the effect of the RTM Acquisition, advertising and promotions expenses increased $1.2 million principally due to increased spending of the restaurants we already owned prior to the RTM Acquisition for print media campaigns, primarily couponing.